ADB Partners With ContentWise To Inject Personal Factor Into New TV Platform

Swiss TV software and set top box maker ADB has partnered with content discovery specialist ContentWise to integrate personalized recommendation capabilities into its recently launched platform, graphyne2. Due for public debut at IBC 2016 in Amsterdam early September, graphine2 is a combined client device and backend software platform for pay TV operators and service providers.

ContentWise adds personalization features as well as a more intuitive UX, designed to make content quicker and easier to find. ADB customers will now be able to utilize the ContentWise content discovery solution and provide more accurate and relevant recommendations based on algorithmic and social data, predictive browsing, and contextual awareness.

“With graphyne2, from the moment the viewer switches on the TV, they are presented with their personalized highlights of the day, which begins the immersive, personal experience from the outset,” said Wojciech Doganowski, ADB VP Product Marketing, Personal Solutions. “Integrating this feature into the graphyne2 platform is a vital component for our customers, who know that to engage viewers and ensure ongoing loyalty, it is imperative that the TV they are watching is truly theirs, and that the recommendations they receive are relevant and personal.”

Wojciech Doganowski, ADB VP Product Marketing, Personal Solutions.

Wojciech Doganowski, ADB VP Product Marketing, Personal Solutions.

ADB cited recent research from Parks Associates, finding that over 60% of U.S. broadband households have at least one OTT video service subscription, along with Gartner’s prediction that by 2019, up to 50% of households will not subscribe to any pay TV service at all and will rely wholly on OTT based subscription VOD along with free online video. This makes it vital, ADB argues, that pay TV operators make additional efforts to maintain their dominance in an increasingly competitive market.

When it comes to premium content, as well as distribution via low-cost mass-reach delivery methods, pay TV continues to have the edge over its OTT rivals, ADB pointed out. Despite this, presentation of content to viewers is still a challenge where pay TV needs to improve. OTT services such as Netflix are leading the way with modern, accessible user interfaces, while pay TV often continues to display content via a traditional schedule format, which no longer reflects how viewers consume content, if it ever did accurately. ADB designed graphyne2 to be more intuitive and immersive but then found it needed ContentWise to enable truly personalized recommendations.

The graphyne2 second screen application will be available for demos at IBC, in Hall 5, on stand 5.B60. The ContentWise Content Personalization System will also be available for demos in Hall 14, stand 14.K05.

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